Belgrade – The “Lidl Serbia” company donated seven tons of food to the Red Cross of Serbia to help socially disadvantaged groups, while the donation covered around 7,000 individuals.

Through a network of local Red Cross organizations, the “Lidl” company distributed the food to eight local communities, which included those in Belgrade, Vrsac, Kovin, Paracin, Nis, Gadzin Han, Leskovac and Bujanovac, the company said. 

The donation is part of the socially responsible business strategy of “Lidl Serbia” under the slogan "On the Road to Tomorrow", in which the company has already contributed in many ways to improving the living conditions in the municipalities in which it opened its stores.

"A year of conducting business operations was marked by many meetings with consumers throughout Serbia, so that we wanted to thank the vulnerable consumers, too, for our first birthday, thus making them part of our community. At the same time, we wanted to set a positive example by this donation and encourage as many people as possible to demonstrate solidarity, said Martina Petrovic, the Head of Corporate Communications at “Lidl Serbia.”  

Bearing in mind the position of vulnerable groups in these areas, the Red Cross has largely directed the donation to the institutions that improve the quality of life of the people with developmental disabilities and the beneficiaries of the soup kitchen program.

“We thank “Lidl” for this major donation. A donation of seven tons of food, which includes some 7,000 particularly vulnerable citizens, contributes tremendously to the accomplishment of the humanitarian mission of the Red Cross of Serbia, which is making life easier for the most vulnerable among us, families that often do not have enough money for food,” Ljubomir Miladinovic, the Secretary General of the Red Cross of Serbia, said on the occasion of receiving the donation.  

Mr. Miladinovic expressed his belief in the continuation of successful cooperation with “Lidl Serbia”, and that that example of a socially responsible company would encourage other companies to undertake similar activities.  

“Lidl Serbia” is continuing its cooperation with the Red Cross of Serbia, so that it will, in the coming months, inform persons of good will in its stores how they can get involved and be part of its humanitarian activities.

Source: RTV and Coordination Body